Question

Topic: Research/Metrics

How Culture Affects International Marketing??

Posted by Anonymous on 10/28/2009 at 10:32 AM ET 250 Points
I am doing my thesis on how cultural differences effect international marketing. I just need some help finding articles that will help me with my research and if anyone has done this before, i would really appreciate any pointers as I'm not too sure what i should focus on!
thanks so so much for all your help!

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RESPONSES

  • Posted by Levon on 10/28/2009 at 10:45 AM Accepted
    Look at any International Marketing textbook and you will find the base / core studies there.
  • Posted on 10/28/2009 at 11:30 AM Accepted
    I found The Culture Code, by Clotaire Rapaille, to be very helpful in considering the cultural differences marketers need to note. You might want to pick up a copy and see if it helps you.

    Other recommended books on marketing can be found at this marketing booklist.
  • Posted by koen.h.pauwels on 10/28/2009 at 9:44 PM Accepted
    I like JB's work on this: check out below article and its refrences:

    Title: The role of national culture in international marketing research


    Author(s): Jan-Benedict E. M. Steenkamp

    Journal: International Marketing Review

    Year: 2001
    Volume: 18
    Issue: 1
    Page: 30 - 44

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